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1
Striking Gold!
http://www.pmt.net.au/guide-gold-prospecting/
How Mobile Marketing Pioneers are Winning the Hearts & Minds of Customers
Your Speakers Today...
Paul BrownBusiness Development Manager
James BottHead of Business Development
Guenole le GallHead of Mobile
Agenda
• Setting the Scene• The 3 Principles of Mobile Web Development• Mobile Monetisation: The Publisher Point of View• Reaching your Audience through Mobile• Wrap up
#A4UIT5
Many of us have been talking about mobile marketing for
yearshttp://a-drifting-cowboy.blogspot.co.uk/2012/02/rendezvous-at-boulder-pass-cowboys.html
http://www.pxleyes.com/images/contests/old-town
“There’s gold in them hills”
In the beginning tools let us down
http://www.sportsmansguide.com/net/cb/iit-reversible-silver-blue-tarp.aspx
Does anybody remember this advert?
Since then the tools have improved
http://www.flickr.com/photos/lukew/7382515746
...And some pioneering businesses have started to make mobile marketing work
2xSpotify mobile users convert from FREE to paying subscribers at twice the rate of desktop users
Mobile Friendly Sites Report, Mongoose Metrics (2012)
3xDebenhams omni-channel (includes mobile) customers spent three times more than in-store only customers£6.4 eBay expects to drive over
six billion pounds worth of mobile transactions globally in 2012
Bill
ion
So its gold rush time?
Not exactly...
10%Of the top 1 million Quantcast domains are mobile optimisedO
nly
Mobile Friendly Sites Report, Mongoose Metrics (2012)
This is bad news as existing online consumers are time shifting...
Print Radio TV Desktop Internet Mobile
44
94
264
155
5044
94
274
167
65
2010 2011
Average Time (mins) Spent in Media, USA
30% +
YoY
TV, Mobile See Gains in Viewing Time, eMarketer (2011)
And a significant number of people are only reachable by these devices
22%Of UK mobile Internet users never or infrequently use the desktop internetA
pp
rox
The Mobile Only Internet Generation, On Device Research (2010)
9.2mBased on current 3G connections that equates to A
pp
rox
2012 Internet Trends, KPCB (2012)
Peop
le
What’s holding things up?
http://cobaltpm.com/prevent-project-team-members-from-procrastinating
There are various reasons why mobile may not be gaining ground in your
business• You don’t have a business case for the investment• Its new, you need to fit ideas within your wider
strategy• There are financial or technical resource barriers• Political unrest (i.e. Store price matching)• Fear
Does this remind you of the late 90’s?
http://thefilminformant.com/2001/06/startup-com-poster-1/
Do we need a website?
How do I monetise?
.com
Agenda
• Setting the Scene• The 3 Principles of Mobile Web Development• Mobile Monetisation: The Publisher Point of View• Reaching your Audience through Mobile• Wrap up
#A4UIT5
The 3 principles of mobile web app development
Think:
1. Performance2. Interaction3. Enhancement4. Ranking
PIER
1. Performance
When you “do mobile” every second counts
58%mobile device users expect sites to load as fast as they do on the desktop3+ If your site takes more than 3 seconds to load, up to 40% will abandonS
eco
nd
s
Why Web Performance Matters: Is Your Site Driving Customers Away?, Gomez (2012)
Lets meet a mobile performance pioneer...
Why Web Performance Matters: Is Your Site Driving Customers Away?, Gomez (2012)
)
6 Before its performance optimisation project completed pages took more than the recommended time to load
Seco
nd
s1.2 After the development work pages loaded 5x faster!
Seco
nd
s+12%This scored a significant revenue increase
How can you achieve Web Performance Optimisation (WPO) success?
Things to ask your developer, or to think about doing if you are a
developer• Minimise HTTP requests for “1st loaders”• Cache what you can• Gzip any text responses such as CSS & JavaScript• Load CSS in at the page head• Load scripts at the bottom of the page
2. Interaction
http://www.coloribus.com/adsarchive/tv-commercials/iphone-4-smile-13767705/
Form design Challenge 1: Limited Keypad
Asking users to switch between Alpha & Numeric modes keypad modes can be a pain on a multi-field form
Form design Challenge 2: Field Zoom
iOS users benefit from “Field Zoom” for small fields, however this can be unhelpful if labels are left-aligned
Form design Challenge 3: Long Lists
Because mobile devices have smaller screens, lists of data are selected via specific UI elements, such as spinning selector in iOS.
This is not the best experience for long lists.
Which brand has successfully leverage the interaction principle?
Orbitz spreads its ‘mobile magic’ throughout a redesigned m-commerce site, InternetRetailer.com
(2012)
2xOrbitz recent mobile optimised redesign incorporates the best practices discussed + others. After launch conversion rate doubled!
3. Enhancement
http://news.cnet.com/8301-17938_105-20077581-1/little-iphone-big-lenses/
“Making Web pages is like having a party: you invite people you like. But you never know who will show up”
Thomas Maslen, BBC Developer
“An escalator can never break: it can only become
stairs”
Mitch Hedberg
http://www.pxleyes.com/images/contests/old-town
“My business has a 3 year platform contract and is tied to legacy
systems...”Right now I cannot be mobile first
What are my options?
• Volunteer to do some scoping, give the topic profile
• As if you can form a working group to build team skills
• Aim for a separate well designed mobile site• Failing that, tweak for graceful degradation
Progressing Enhancement: The Ingredients
• Amazing Content!• Semantic structure (XHTML)• Cool Responsive Design (CSS)• Various Behaviours (JavaScript)
Progressive Enhancement & Mobile, Aaron-Gustafson.com (2012)
BBC Sport breaks online records with first truly digital Olympics, BBC.co.uk (2012)
24HD Live streams made 2,500 hours of Olympic content available across Desktop, Mobile, Tablet & Connected TV (Red Button)
Its The BBC After 90 years it is still a pioneer!
40%
Of weekend browsers accessed the BBC’s London 2012 content via mobile devices12
m
requests from mobiles for video throughout the Games!
Thanks for listening to section 1,do you have any questions?
Paul BrownBusiness Development
pbrown@affili,net+44 (0)207 067 2492+44 (0)7803 147 738
Agenda
• Setting the Scene• The 3 Principles of Mobile Web Development• Mobile Monetisation: The Publisher Point of View• Reaching your Audience through Mobile• Wrap up
#A4UIT5
Mobile Monetisation: The Publisher, point of view:
1. You are a Publisher, you are already in the Mobile business
2. Why we recommend you to adopt a performance business model on Mobile?
3. How you can resolve the oversupply challenge?
You are a Publisher, you are already in the
Mobile Business
More than 20% of the audience of any website is now coming from a mobile device. It will be more than 50% in less than 2 years
2008 2012 20140%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Mobile Desktop
Currently about 36% of emails are opened with a mobile device
United Kingdom
USA Canada Australia Spain France0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
% of Mobile Openers
At Intela we are sending 30 to 40 million emails a day and we have : 45% of Mobile openers in UK 42% in US 43% in Canada 40% in Australia 29% in Spain 23% in France
Your need to consider Mobile for your social media strategy:
On 1 Billion active users on Facebook, 600 Million are already Mobile active users
Facebook represent 70% of all the traffic for some carriers
Facebook members
Mobile Desktop
Develop your Mobile Strategy: develop you Mobile Website & also develop your Mobile Application:
The major part of the audience available on Adnetworks is coming from Application
40% Webapps 60% Applications up to 85%
Why we recommend you to adopt a performance
business model on Mobile?
If you are a Premium Publisher, if you can provide targeting, if you propose rich media solutions for advertising
(Games, Video, Interactive banners…) you can probablysell all your inventory on CPM / CPC
But if your not a Premium Publisher, especially on the Mobile you need to consider to work on a performance business model.
And in this case the following information are important :
1. The Mobile Inventory is already huge and is increasing extremely fast. The part of the unsold inventory would be more and more important.
2. The media spent on Mobile is very low compare to TV, Internet, Radio or Magazine… There is definitely a lack of campaigns
3. The eCPM on mobile is for the moment 5 time lower than on the Web. It will take 2 to 3 years to catch up Web eCPM
The Mobile Inventory is already huge and is increasing extremely fast.
The part of the unsold inventory would be more and more important.
Worldwide Smartphone numbers in millions (Flurry)
+700% In less than 2 years
The media spent on Mobile is very low compare to TV, Internet, Radio or Magazine… There is definitely a lack of campaigns
TV Print Web Radio Mobile
43%
29%
16%
11%
1%
40%
6%
22%
9%
23%
Source KPCB
TIME SPENT PER MEDIA
AD SPEND PER MEDIA
2011 U.S. Ad Spending vs. Consumer Time Spent by Media
The eCPM on mobile is for the moment 5 time lower than on the Web and It will certainly take 2 to 3 years to catch up Web eCPM
In the performance space how can you resolve the oversupply challenge?
Delight your clients:
Innovate
Create perceived value for the client
Avoid imitations
Don’t be temped to do it yourself
Apple’s consistent message is, “Surprise and delight your users.”
Target, target & retarget:
OS, Device, Geo targeting, Network, Carrier, demographic…
Use behavioral targeting & CRM
Use retargeting
Mobile Commerce
Mobile Lead Generation
Mobile Application
Mobile Content
Use the right campaigns to monetize your traffic
Conclusion
1. You already have an important Mobile audience, monetize it!
2. Think your Mobile monetization on a performance basis
3. Create your own Mobile services & develop your Mobile Strategy
Thank you for your time
Are there any questions from the floor?
Guenole le GallHead of Mobile
Agenda
• Setting the Scene• The 3 Principles of Mobile Web Development• Mobile Monetisation: The Publisher Point of View• Reaching your Audience through Mobile• Wrap up
#A4UIT5
UK smartphone penetration is at in the 52%
This peaks to 75% among those aged 18-29
On average UK users have 25 apps installed on their device
9 apps have been used in the last 30 days and 8 apps having been paid for.
The market
78% of UK consumers said they would not leave their home without their smartphone.
21% said they would rather give up their TV or computer than their smartphone.
76% use their smartphone to browse the internet, 67% used an app.
52% use their device to go online ‘multiple times’ per day.
22% of users said that they ‘noticed ads on their mobile’ either all of the time or most of the time - 38% while on a website 35% on a search engine and in an app.
What are we doing on our mobiles?
Mobile campaign Effectiveness
Mobile Online
We hear the word "addiction" a lot in reference to mobile phones.
Users report a need to begin and end their day with their phone and admit having an addiction to them -
whether for gaming, texting, shopping, connecting with a
community, or accessing endless information.
For marketers, there is a real opportunity to engage with consumers in this personalised,
highly interactive environment.
So how do you reach,
Acquire and engage them?
Premium Publishers
Broad reachAd networks
Affiliate networks
Wi-finetworks
Reach…
Downloads are vanity sales are sanity
• How people found your app or mobile site?• How many downloaded?• How many opened after download?• How many users purchased / subscribed / played /
engaged? • How many times?
Acquire…
Use online and offline learnings to give them what they want
Ensure that you have a clear proposition
Ensure that you have a smooth user journey
User engaging content
Give them a reason to come back
Don’t over-complicate!
Engage…
www.mcsaatchimobile.com
LONDON - NEW YORK - LOS ANGELES – JOHANNESBURG - CAPE TOWN – SYDNEY - PARIS
Thank you.That’s the end of this section, any questions?
Agenda
• Setting the Scene• The 3 Principles of Mobile Web Development• Mobile Monetisation: The Publisher Point of View• Reaching your Audience through Mobile• Wrap up
#A4UIT5
That’s all Folks
Watch out for this deck on
http://www.slideshare.net/a4uexpo
Appendices
Further Reading: The 3 Principles of Mobile Web Development
• http://www.stevesouders.com/blog - The speed king, Steve provides deep technical incite into going faster
• http://www.uxbooth.com – This collective of authors share common sense tips that will make you site more engaging and therefore more sticky.
• http://www.lukew.com/ff/ - Great articles and notes on Responsive Web Design & Progressive Enhancement
Further Reading: Mobile Monetisation: The Publisher Point of View
• http://www.slideshare.net/kleinerperkins/kpcb-internet-trends-2012- Mary Meekers 2012 review on the state of the Internet. Delivered at the AllThingsD, D10 conference.
• http://www.opera.com/sma/2012/q2/ - Interesting review of which mobile ad formats are trending
• http://www.emarketer.com/(S(t1dbt545e1mlujiknbqcinbo))/Article.aspx?R=1009316 – Review of which platforms offer the best monetisation potential
Further Reading: Reaching your Audience through Mobile
• http://www.gstatic.com/ads/research/en/2011_TheMobileMovement.pdf - Detailed consumer research conducted by IPSOS into consumer behaviour
• http://boletines.prisadigital.com/MobileShop.pdf - A look at what consumers really want from their mobile shopping experience.
4. Ranking
Separate mobile site vs. a multi-device site on the same domain
In reality both can work...
• The search engines recommend
• Links to mobile pages can add to desktop authority
• Likely to be no redirects which can mean a faster mobile experience
• Often easier to implement
• With Canonical link refs duplicate content need not be an issue
• It may be easier to serve mobile devices different content
http:/www.domain.com
http:/m.domain.com
Should we be publishing & optimising the same content for
mobile devices?
Possibly not...What about local?
http://searchengineland.com/16-differences-between-google-mobile-desktop-search-results-in-2012-130463
Mobile Instant Preview allows the user to visually compare you to the
competition
http://searchengineland.com/16-differences-between-google-mobile-desktop-search-results-in-2012-130463
Most Android users will see personalised search results because
they are logged in